上海，作为一个开创中国房地产先河并一直居于领先地位的城市，其地产价值与城市功能定位、发展前景、行业诉求等密不可分。那些真正具备核心地产价值的房地产产品才是上海楼市的最佳选择;那些即使在淡市下，仍然执着于价值、品质的地产企业，才能真正把握上海楼市的未来。

Shanghai，As a initiated the first real estate and has been the dominant city，Its real estate value and urban function orientation、Development prospect、Industry inseparable appeal。The real property values with core real estate product is the best choice of the Shanghai property market;Even those who in the light，Are still insisting on value、Quality of real estate enterprise，To really grasp the future of the Shanghai property market。

　　上海制造核心价值在品质

Shanghai manufacturing core value in quality

　　对于地产上海制造而言，其核心价值在于品质，在于善待稀缺土地资源，创造出国内最被称道的标杆产品。

For real estate in Shanghai，Its core value lies in quality，Land resources is to treat scarce，Create a domestic most commend benchmarking products。

　　当调控持续之下，降价跑量成为市场主流之时，仅以低价作为唯一钓饵吸引购房者，忽略品质、配套等与普通市民自住需求密切相关的条件，绝不是上海地产产品应有的价值，而这样的产品在购房者倾注全力的置业行为中所埋藏下的风险，使价格低地有时却成了风险“高地”。

When control under continuous，Reduction of the mainstream market run become，Only with low price as the only bait attract buyers，Ignored quality、Form a complete set with the ordinary citizens from live such as demand closely related conditions，Shanghai real estate product is not due value，And such products in the person that buy a house to pour into the home buyers behavior of the risk of buried under，To keep the price low sometimes have become risk“highlands”。

　　对于上海而言，基于目前的调控环境，一些高品质楼盘以超出人们想象的低价面市显示出的是真正的上海价值。

As for Shanghai，Based on current control environment，Some high quality building dish is beyond people imagine to the low listed shows is the real Shanghai value。

　　中海紫御豪庭无疑就是这样一个“发行价明显低估的楼盘”，这个曾经的地王项目推出价格几乎属于“贴地飞行”，而其高端品质却不打折扣。

The royal court is undoubtedly the house such a“Obviously the estate price undervalued”，The former royal project launch price almost belong to“Stick to fly”，And the high-end quality but no discounts。

　　中高端产品的品质诉求，配合以目前的平价入市策略，这被视为6月高成交的关键所在。目前的市场中，越来越多的购房者开始将目光转向价值。于是，市场中的品质坚守者开始发力。

In high-end product the quality demands，Cooperate with the current parity entry strategy，This is regarded as June, a high point。The current market，More and more homeowners began looking to value。so，In the market to started to force the quality。

　　上半年，在均价5万元以上的商品住宅成交排行中，徐汇滨江的海珀府邸排名第一，成交均价为63911元/平方米。这样的价格在借世博会迅速崛起的徐汇滨江，在滨江一线有其被认可的价值优势。

In the first half，In 50000 yuan of above average price of the commodity residential house in the seniority clinch a deal，Xuhui binjiang sea pearl ranked first in the mansion，The price is 63911 yuan/square metre。This price by the rapid rise in the world expo of xuhui riverside，A line in binjiang has its recognized the value of the advantage。

　　而刚需产品远洋七号热销除了其“几乎是贴着地价在卖”，其品质优势更是不可或缺。

And just need to products, apart from the ocean seven sell like hot cakes“Is almost on the land price in to sell”，Its quality advantage is indispensable。

　　上海地产行业品牌溢价优胜劣汰

Shanghai real estate industry brands weeds out the premium

　　上海制造的品质核心与目前市场压力的增大，也促使目前的上海房地产行业在渐进演绎着品牌溢价和优胜劣汰。

Shanghai manufacturing quality core and the increase of the pressure the market at present，Also prompted the Shanghai real estate industry of the progressive deducing premium brand and balance。

　　CRIC研究中心分析人士表示，从销售业绩排行榜等情况来看，房企集中度不断提升，企业优胜劣汰的步伐正在加快。

CRIC research center, analysts said，From sales performance and top situation，Room enterprises improve concentration，The enterprise is accelerating the pace of the survival of the fittest。

　　目前，房地产向消费需求回归的趋势明显增强，消费者趋于选择形象、声誉良好的品牌开发企业的产品，这种品牌促进销售的效应在2012年上半年同样表现突出。

At present，Real estate to consumer demand of the return of trend increase apparently，Consumers tend to choose image、Very good brand development enterprise products，This brand promoting the sales of the effect in the first half of 2012 as well。

　　随着房地产市场逐步进入品牌竞争时代，价格不再是房地产竞争的唯一手段，具有优质产品、良好信誉、品质服务的品牌房地产开发企业通过品牌效应获得良好的销售业绩，快速抢占市场，从而促进企业快速成长。

Along with the real estate market gradually entered the era of brand competition，The price is not the only means of real estate competition，With high quality products、Good reputation、The brand of quality service to the real estate development enterprise through the brand effect for good sales performance，Fast seizes the market，So as to promote enterprise to grow rapidly。

　　对于品牌房企而言，品牌效应产生的品牌溢价使企业面对楼市调控政策时表现得“游刃有余”，销售节奏张弛有度，销售业绩得到有力支撑。来自中指研究院的数据显示，2012年1—5月份，重点城市销售前十企业中，全国品牌房企占比达到70%，区域品牌房企占比达到12.5%，品牌成为市场调控持续深入时期的营销利器。

For enterprises to brand room，The brand effect of premium brand enterprise to face property market adjustment and control policies to show“Swim blade enough to spare”，Sales pace over allfunction completed，Sales have strong support。From the research institute of data shows the middle finger，1-2012 in May，Major cities in the top ten enterprise sales，The national brand room enterprises reached 70%，Regional brand room enterprises reached 12.5%，Brand becomes the market regulation for further period of marketing tool。

　　这样的行业发展状况在上海也尤为明显，各大品牌房企的项目纷纷登上半年度成交排行就是明证。而一位从事房地产并购的人士告诉笔者，上半年，沪上并购案例并不鲜见，但他同时表示，未来，这样的案例会越来越少，因为剩下来的企业足够有实力在上海耕耘。

This situation in the development of the industry and Shanghai also is especially remarkable，Each big brand enterprises in the room on the project is a clear proof ranking half-yearly clinch a deal。And a engaged in the real estate merger personage tells the author，In the first half，Shanghai merger cases is not rare，But he also says，future，This case will be less and less，Because the rest of enterprise enough strength in Shanghai cultivation。

　　网络信息也显示，6月，与上海楼市成交量回升同时存在的是房地产股权交易的频繁。6月下半月(6月18日—6月29日)，上海联合产权交易所产权市场并购活跃指数最高的板块为房地产行业，而近半月上海房地产股权交易金额达19.4亿元。

The network information also display，June，And the Shanghai property market turnover picks up the presence of the real estate equity transactions is frequent。June second(June 18,-June 29,)，Shanghai united assets and equity exchange property rights market index of the highest plate active acquisition of the real estate industry，And nearly half moon Shanghai real estate equity transaction amount of 1.94 billion yuan。

　　上海楼市板块发展后劲足

Shanghai property market plate full development in the future

　　在《新民楼市》为时近两个月的板块走访中发现，对于上海楼市而言，很多板块即使目前处于蛰伏状态，但却往往具有毋庸置疑的长期成长性，而上海地产也有了极佳的支撑点。

in《Xinmin property market》Too almost two months of plate found in visit，As for the Shanghai property market，Many plate is at a dormant state even，But it can often be beyond doubt long-term growth，And Shanghai real estate also had an excellent point。

　　据了解，目前在售，并且形成热销的东外滩一号项目，均价33000元/平方米，如果加上一些优惠措施，价格可以达到26300元/平方米起。如此亲民的价格，与“杨浦区待开发状态相关。”但对于未来，东外滩一号销售经理楼峰表示，东外滩的价格绝不止于此。

According to understand，Currently on sale，And form a number of sell like hot cakes east bund project，Average 33000 yuan/square metre，If plus some preferential measures，Price can reach 26300 yuan/square metre up。So the price of close to people，and“To be developed under the state related。”But for the future，The bund, a sales manager east LouFeng said，East of the bund prices never stop at this。

　　而在黄埔江的另一个方向，“市中心如此大面积开发，绝无仅有”的徐汇滨江，近年来借世博会迅速崛起。而在未来，滨江一线对于区域发展而言，均是重中之重。

And the huangpu river in the other direction，“Downtown so massive development，unique”Of xuhui binjiang，In recent years the rapid rise through the world expo。And in the future，Riverside a line for regional development and character，All is the top priority。

　　视线向西，涵盖甚广的大虹桥概念曾经在2009—2010年被人广泛提起，目前，似乎关注大虹桥的热度有所降低。但正如中国房地产数据研究院执行院长陈晟所言，随着大虹桥规划逐步落实，其辐射范围的住宅价值将进一步提升。

View to the west，Covers the hongqiao concept widely once before in 2009-2010 was widely mentioned，At present，The heat of the big concern seems to hongqiao reduced。But just as China real estate data research institute ChenSheng executive director said，With big hongqiao planning gradually implement，The radiation range of residential value will be further promoted。

　　此外，还有作为上海稀缺湖资源的淀山湖板块、北欧新镇规划的美兰湖板块、高端云集的新江湾，以及位于崇明生态岛的东滩板块等，均显示出了板块长期的成长态势，随着发展的逐渐成熟，这些板块的价值也将逐步释放。

In addition，And the scarcity of lake resources as Shanghai dianshan lake plate、Northern town planning meilan lake plate、High-end zone of new jiangwan，Located in chongming island and ecological dongtan plate, etc，All showed that out of the plate of the growth of the long-term trend，Along with the development of mature gradually，The value of these plates will gradually released。

　　寻找上海价值符号

Looking for Shanghai value symbols

　　城市潜能

City potential

　　财富经济的发展水平及前景，决定了上海城市财富的巨大增长空间，其独有的城市价值和城市潜能得到了更多资本的认同。近日，就2012博鳌房地产论坛相关命题和房企跨区域发展等问题，广州尚东地产董事长郭泽伟就表示，对于尚东而言，广东省还是发展重点，另外也很看好北京、上海。因为北京是首都，是政治文化经济中心，而上海则是中国具有巨大经济发展潜力的城市。

The development level of economic wealth and its prospects，The decision of the wealth of the tremendous growth in the Shanghai urban space，Its unique city value and potential city has more capital's approval。recently，Just 2012 boao real estate BBS correlative propositions and room trans-regional development enterprises，Guangzhou ShangDong real estate GuoZeWei chairman said，As for ShangDong，Guangdong province or the focus of development，Also very bullish on Beijing、Shanghai。Because Beijing is the capital city，Is the political culture economic center，While Shanghai is China a huge economic development potential of the city。

　　正向现代化国际大都市目标迈进的上海，肩负着面向世界、服务全国、联动“长三角”的重任，在全国经济建设和社会发展中具有十分重要的地位和作用。而国际经济中心、国际金融中心、国际贸易中心、国际航运中心“四个中心”目标的确立和建设，也给上海绘就了一个更为清晰的经济战略蓝图。

Positive modern international metropolis of Shanghai goal，Shoulder facing the world、Service national、linkage“Long triangle”The responsibility of，In the national economic construction and social development in a very important position and role。And the international economic center、The international financial center、International trade center、The international shipping center“Four center”Goals and construction，Also to Shanghai is a draw more clear strategic economic blueprint。

　　土地稀缺

Scarce land

　　对于上海的房地产市场而言，土地的稀缺性是其一大特征。

For Shanghai's real estate market is concerned，The scarcity of land is one big characteristic。

　　“上海土地资源严重稀缺”，在2012房地产总裁沙龙夏季峰会上，中国房地产数据研究院执行院长陈晟称，“最近给一个房地产企业做了咨询，给他第一个建议是回归上海。因为分析上海所有土地发现，上海前十年新增土地面积为3.2亿平方米，未来十年用最乐观的估计也只能增加2.6亿，也就是说供不应求的局面依然很大。”由此，陈晟给房企的建议是，“市中心核心资源的住宅，肯定要做;第二，郊环以里的别墅有机会一定要收购。”

“Shanghai land resources is serious scarce”，In 2012 President salon summer summit of real estate，China real estate data research institute ChenSheng executive director said，“Recently to a real estate enterprise did consulting，Give him the first suggestion is a return to Shanghai。Because the analysis found that all Shanghai land，Shanghai ten years before new land area of 320 million square meters，Over the next ten years with the most optimistic estimates that also can increase of 260 million，That is in short supply situation is still very large。”this，ChenSheng give room enterprises suggestion is，“The residence of the downtown core resources，Sure to do;The second，In suburban ring to the villa have the opportunity to have to purchase。”

　　正如其所言，上海土地的稀缺性造就了上海的价值，而在稀缺的土地上建造优质的产品，也使上海的价值更加厚重。

As he puts it，Shanghai land scarcity made the value of Shanghai，And in the land of scarce build quality products，Also make the value of Shanghai more heavy。

　　持续需求

Continued demand

　　与稀缺土地资源不同，上海的产业发展及高等教育资源等，正在为这座城市导入大量人口。

And the scarcity of land resources is different，Shanghai industry development and the higher education resources, etc，The city is a large population import。

　　“上海是人口导入型城市，从2010年开始算起，20年人口将会增加到2600万，这样算下来，因为人口导入，住宅每年新增量要有700万平方米。”同济大学房地产研究所所长施建刚如是称。而21世纪不动产最新抽样调查显示，7月上半月，在浦东北蔡板块，高校毕业生租客占比达6成，多为在张江工作的职场新人;而在闵行七宝、杨浦长阳板块，上班族租客占比达6—8成，其中除有多年工作经验者外，也有不少为初入职场的毕业学生。这样的数据在一定程度上和施建刚所言不谋而合。而上海在吸引更多入才进入的同时，也令其稀缺价值愈发明显。

“Shanghai is the import of cities，From 2010 to and calculate case，20 years the population will be increased to 26 million，So calculate down，Because the population into，Each year the proportion of new residence is 7 million square meters。”Tongji university, director of real estate ShiJianGang so says。And in the 21 st century estate latest sampling survey，July first half，In pudong bei-cai plate，College graduates of up to 6 tenants than into，Much of the work for in zhangjiang new in job market;And in minhang shippo、Yangpu changyang plate，Office worker tenants to account for more than 6, 8 into，In addition to have many years of working experience in the outside，There are many for fledglings of graduate students in the workplace。This data in a certain extent and ShiJianGang said in unison。And in the Shanghai attract more to enter at the same time，Also make its scarcity value is increasingly clear。

　　商业活跃

Commercial active

　　高纬环球2012年第二季度报告中指出，2012年上半年主要城市甲级写字楼需求对比中，上海租赁市场成交以外资企业占主体，占到总成交量的79%。传统核心商圈市场仍然活跃，非核心商圈如虹口北外滩和四川北路，以及闸北火车站和大宁地区也获得更多企业青睐。而2012年上半年批发零售业占比最大，达到29%，其中成交主要来自于奢侈品牌，时尚品牌和快时尚。而金融业和专业服务业保持一贯对写字楼面积的稳定需求。

Achieve universal second quarter of 2012, the report indicates，In the first half of 2012 major cities grade a office demand in comparison，Shanghai rental market clinch a deal with foreign capital enterprise dominance，Account for 79% of the total volume。Traditional heart of China market is still active，Non-core business circle as hongkou north bund and sichuan road north，And the railway station and big better area; get more enterprise favour。And in the first half of 2012 of wholesale and retail trade than the largest，29%，Clinch a deal which mainly from the luxury brand，Fashion brand and fast fashion。And the financial industry and professional services to keep consistent office space of stable demand。

　　报告还显示，伴随着上海今年外资实际到位资金连创新高，外资企业也在核心写字楼市场上抢占有限的面积。在未来市场可供应面积趋紧的情况下，企业对写字楼市场的需求推动上海写字楼租金上涨。

The report also shows that，With Shanghai foreign investment in capital this year actual new peaks，The foreign capital enterprise core office buildings on the market in the area of preemptive Co., LTD。In the future market can supply area of tightening，Enterprise to office building the demand of the market to promote Shanghai office rents rise。